Background
Cycleworks have had a web prescence since 1998 which they use to promote their cycle shops in Surrey. With the site nearing its tenth birthday, Cycleworks approached IrisCreative to design and build a new website.
Cycleworks had specific requirements:
- A fresh look using their established logo and colours
- To illustrate the full range of products they sell
- Class leading performance with search engines
- Easy to maintain website
- Information for the local cycling community
- The ability to highlight special offers and promotions
Solution
To help Cycleworks achieve their goals, IrisCreative delivered the following:
- A new website from the ground up, separating out the content from the look and feel. This allows greater flexibility for the future, including easier style changes and a focus on the information conveyed on each page.
- Developed a fresh look for the site, using bike imagery and photos with a controlled colour palette. The technical look of the site reflects the dynamic, technical nature of modern bike riding and adjusts to fit a wide range of screen resolutions.
- Optimised the content for visitors and search engines alike, with clear descriptions, a summary of Cycleworks services on the home page and clearly identified promotions.
- Product descriptions were written "in Cycleworks' own words" to differentiate Cycleworks from their competitors and emphasise key features that were relevant to Cycleworks customers e.g., Panaracer tyres are ideal for Surrey conditions.
- Included a gallery of biking 'lifestyle' photos linking to Flickr.com, with contributions from customers encouraged to help personalise the Cycleworks website.
- Added new content promoting local rides conducted by Cycleworks staff, links to local clubs and organisations and information about workshop facilities available at each shop.
- Agreed a cost effective maintenance contract to keep the website up to date, allowing Cycleworks managers to focus on their business.
The end result
Cycleworks were extremely pleased with the end result, which has seen an increased turnover in promotional stock, greater interest from customers both new and existing and significantly improved search engine performance.
Further features are planned, using RSS feeds to promote events and special offers and the opportunity for visitors to sign up for email newsletters.
To see more, visit the new Cycleworks website.